Demi Lovato for Fabletics: the ongoing appeal of celeb endorsers

The industry may be continuously told that the importance of celebrity fashion lines is fading as consumers pay more attention to other influencers, but it’s clear that celebs still have a big part to play in raising consumer awareness of a brand.

That’s very clear over at Fabletics, the fast-expanding activewear brand that was itself co-founded by a celebrity (Kate Hudson). It has just invited Demi Lovato back for a third capsule collection following a strong response to the first two. And this time it’s adding to the category line-up.

Collection number three includes the debut of Lovato’s first-ever lifestyle accessories, including as many as seven footwear styles and two athletic bags.

And as well as underlining the ongoing appeal of celebrity link-ups, it also helps to highlight the fact that rumours of the death of athleisure are very premature.

In fact, Fabletics isn’t the only company to be unveiling new active styles this week. Swedish giant H&M has also launched a new collection as part of its Conscious sustainability-focused strategy, and UK’s Joules has just entered the sector for the very first time with its own seven-piece line-up.

Demi Lovato Fabletics – Instagram

Back with Fabletics, the new collection features “futuristic elements, bold strapping details, textural meshes and metallic accents made with every woman in mind.” The colour palette includes cascade teal, vintage rose, almond and rose gold as well as a new Mojave desert-inspired print.

Lovato said the collection “reflects my personal style more than ever” as well as “all of the feedback I’ve received from my supportive fans.”